Vic Govt opens $90m media tender

By By David Blight | 26 October 2011
 
Tourism Victoria "Play Melbourne" campaign by Publicis Mojo.

EXCLUSIVE: The Victorian Government is calling for submissions from media agencies looking to take on its $90 million account.

A spokesperson for the state government confirmed to AdNews that the body has officially launched a media review process. The incumbents are ZenithOptimedia and Mitchell & Partners.

It was initially expected that the review would kick off some months ago, in anticipation of the expiry of the incumbents’ contracts in August. However, AdNews recently revealed that the much-anticipated review had been postponed, with Mitchell & Partners and ZenithOptimedia having their contracts extended for six months, until the end of February 2012.

The two agencies have now had their contracts extended for a further six months until 31 August, 2012. The winning agencies of the current review will kick off their new contracts on 1 September, 2012.

The Victorian Government is searching for campaign services and non-campaign services (functional and recruitment). It may appoint just one agency, or it could bring on two agencies to handle the separate functions.

Mitchell & Partners currently handles both campaign duties and functional services, while ZenithOptimedia handles recruitment.

Mitchell & Partners won the main account from ZenithOptimedia in 2006, while ZenithOptimedia won the recruitment account from HMA Blaze.

The Victorian Government spent an estimated $92.9 million on main media in the 12 months to June 2011, down from $101 million in the prior period, according to Nielsen.

The Victorian Government spent more than any other state government on main media in the 2010 calendar year, and was the seventh highest spending advertiser nationally. 

Media spend was allocated to the Transport Accident Commission, Workcover Authority, Tourism Victoria, and Cancer Council Victoria, among other brands.

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